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[Asia] Location-Aware Mobile Advertising Platform Launches In Southeast Asia

Singapore-headquartered location-aware mobile advertising platform AdNear last month announced its foray into the Southeast Asian markets of Malaysia and Indonesia, opening up its platform for advertisers who are looking to enable precision advertising on consumer mobile devices in those countries.

Canaan Partners– and Sequoia Capital-backed AdNear recently moved its global headquarters from India to Singapore to facilitate its expansion in this region. “As an established business hub, Singapore is the perfect launch pad for AdNear’s expansion into SEA markets,” says Anil Mathews, CEO of AdNear. “With Singapore as our home, we are able to better serve our regional customers and partners, and have a direct pulse into one of the most mobile-connected cities globally.”

AdNear helps brands connect with their audiences with relevant information, using aggregated user information, points of interest, trends and behavioral patterns and marrying them to contextual ad formats. Targeting parameters include based on latitude-longitude, neighborhood, points of interests and/or intent. Users are then able to engage from their location point-of-view such as click to view route, call the local store, redeem coupon, etc. Its platform also supports feature phones as well as smartphones, which allows it to reach markets still with a large proportion of mass market phones.

“The holy grail of digital advertising is providing advertisements that users actually want to see,” says Shobhit Shukla, vice president of Asia Pacific for AdNear. “By accurately pinpointing a user’s location in the real world and combining it with contextual information, we can derive insights into not just the user’s current intent, but also predict his future behaviour. AdNear’s powerful targeting capabilities add value to both advertisers and audiences by being a key influencer in the consumer’s journey from discovery to fulfillment.”

AdNear is currently present in the markets of Singapore, India, Australia, and is also looking at expanding to other Southeast Asian markets aside from Malaysia and Indonesia soon.

Daniel Goh is the founder and chief editor of Young | Upstarts, as well as an F&B entrepreneur. Daniel has a background in public relations, and is interested in issues in entrepreneurship, small business, marketing, public relations and the online space. He can be reached at daniel [at] youngupstarts [dot] com.

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